It appears as though the use of digital coupons is on the rise and is now becoming a key strategy for businesses digital marketing campaigns. There are 111.7 million adults in the US that are expected to redeem a digital coupon in 2014.This figure is expected to grow in the coming years. The widespread adoption of smartphones and tablets is fueling this growth. In addition, companies such as RetailMeNot are providing platforms that make it easy to launch a digital coupon campaign.
Email campaigns are another effective way to distribute digital coupons. Emails that are combined with a coupon tend to have dramatically higher open rates. According to one study the revenue per email communication was 44% higher if the email included a coupon.
It appears as though digital coupons could be a great way for a business to segment their consumers based on WTP and target a different segment than traditional print coupons. This is clearly a powerful tool for businesses and if done thoughtfully has the potential add a new element to the pricing structure that allows for additional value capture by firms. It will be interesting to see how this growing aspect of digital marketing matures as more resources and technology are deployed in this space.
http://www.newsday.com/business/columnists/jamie-herzlich/small-business-creating-successful-digital-coupon-offers-1.8482226
http://www.cnbc.com/id/101795585#.
http://www.emarketer.com/Article/Not-Happy-with-Your-Email-Metrics-Include-Coupon/1010683
No comments:
Post a Comment